Category
Lifestyle
Assisted Choices
Trend cluster
Category
Deficiency
Testing
At-home deficiency testing is an increasingly popular health and wellness tool.
4.1
Trend score
Trend
What is the Deficiency Testing trend?
Deficiency Testing: Brands are increasingly offering at-home testing kits that assess various deficiencies that may impact people's health. Everything from testing hormone levels for fertility to testing for vitamin D deficiencies can now be done from home.
Insight
The consumer insight behind the Deficiency Testing trend
Consumers want a sense of control over their personal health, particularly as their anxieties grow about maintaining it as they live through a pandemic. Health-conscious consumers are increasingly seeking out at-home testing options that they would have once had to receive in clinics, and appreciate the ease and convenience these options offer them.
Trend themes
Themes within the Deficiency Testing trend
Three behaviours holding the trend together01
At-home health testing kits
Brands are offering a variety of at-home testing kits that assess deficiencies, from testing hormone levels for fertility to testing for vitamin D deficiencies.
02
Empowerment through personal health control
Consumers want a sense of control over their personal health, particularly as their anxieties grow about maintaining it as they live through a pandemic.
03
Holistic health solutions
Brands are developing comprehensive testing solutions that offer more than basic diagnostics, allowing for a more personalized, holistic approach to healthcare.
Industry implications
What the Deficiency Testing trend means for industry
Where the trend changes the playbookFor
Healthcare technology
There is an opportunity for healthcare technology companies to create new, accessible, and affordable testing solutions for consumers.
For
Health and wellness
The health and wellness industry can offer holistic solutions based on at-home testing results, providing personalized care and support.
For
Beauty and skincare
Skincare and beauty companies have an opportunity to develop products and services that focus on hormonal imbalances and promote healthy skin from the inside out.
Workshop question
How could your brand prioritize convenience for its customers?
Trend signals
Trend signals for Deficiency Testing
Trend score 4.1 out of 10, from popularity 62%, activity 50%, freshness 11%.
Popularity62%
Activity50%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Deficiency Testing trend
9 featured examples from May 3, 2019 to Feb 17, 2022CategoryFashion
Skincare Health Kits
Veracity is a Skincare Brand That Tests for Hormonal Imbalances
Opportunity for skincare brands to incorporate hormone tests and create customized solutions for customers
CategoryLifestyle
At-Home Health Kits
Kean Health Kits Enhance Individual Wellness
Kean Health and its at-home testing kits could provide a new level of personalized testing options that can disrupt traditional medical testing and create opportunities for telehe…
CategoryLifestyle
At-Home Vitamin D Deficiency Tests
Everlywell's 'Vitamin D Test' Helps Users to Prevent Symptoms
Disruptive innovation opportunity: Combine technology and medical knowledge to develop advanced at-home testing and monitoring solutions.
CategoryLifestyle
At-Home Lab Tests
Base's Mail-In Test Kits Help to Improve Sleep, Diet, Stress and More
Opportunity for healthcare providers to incorporate at-home lab test and digital tracking app services to provide personalized health monitoring solutions.
CategoryLifestyle
Comprehensive At-Home Thyroid Tests
Everlywell Offers a Thyroid Test Using Physician-Approved Labs
Disruptive innovation opportunity: Develop innovative healthcare technology solutions that enhance remote patient monitoring, diagnostics, and personalized treatment plans.
CategoryLifestyle
At-Home Hair Analysis Kits
Mineralife's Mineral Hair Analysis Test Kit Provides Health Insights
The personalized insights from the hair analysis test kit offer opportunities for the health supplements industry to create targeted products based on individual needs.
CategoryLifestyle
At-Home Celiac Screening Kits
imaware's 'Celiac Disease Screening Test' is Convenient and Reliable
Companies can develop innovative devices that make at-home medical testing even more convenient and accessible for consumers.
CategoryTech
At-Home Progesterone Test Kits
Proov Helps Women Understand More About Their Reproductive Health
Disruptive innovation opportunity: Developing and marketing affordable at-home progesterone test kits that enhance women's reproductive health monitoring and promote proactive fer…
CategoryLifestyle
Holistic At-Home Fertility Tests
Carrot Fertility Launches New Female Fertility and Wellness Test
The healthcare industry can capitalize on the trend towards at-home health tests by developing more innovative and accurate testing kits that offer a more comprehensive view of on…
